Case Study: Vertical elevates its eVTOL brand with Pentagram

Vertical cuts Heathrow-to-Canary Wharf travel time from 52 minutes to 12 with Pentagram

Vertical, a pioneering British eVTOL (Electric Vertical Take-off and Landing) aircraft manufacturer, faced the challenge of modernizing its brand and elevating its public profile ahead of a major new product launch. The company engaged the design firm Pentagram to refresh its brand strategy, visual identity, and verbal identity to help democratize its vision and position it as a definitive industry leader beyond its established engineering excellence.

Pentagram reimagined the client's powerful existing hummingbird symbol, streamlined the wordmark, and developed a comprehensive new visual identity featuring sky-inspired gradients and a modern technical typeface. The vendor also created the core tagline "To the skies" and applied the new branding across a wide range of applications, from the aircraft itself to launch events and marketing collateral. As a result, Vertical successfully unveiled its new model with a more aspirational and accessible identity, significantly expanding its visibility and establishing itself as an authoritative player in the eVTOL sector.

Vertical